Sports Illustrated debuted Club SI, an experiential marketing campaign, at Super Bowl XLI in 2007. Hosted in conjunction with the Super Bowl, Nascar, and the publication of the magazine's much-anticipated swimsuit issue, the event returned to South Beach's the Fifth on November 13 for the second year.
Attracting more than 600 race fans, as well as Nascar affiliates, drivers, and Sports Illustrated V.I.P.s, the race-themed cocktail party produced by Relevent Group was one of many ancillary events surrounding Ford Championship weekend.
"Tony Berger of Relevent is a longtime partner of ours," said Christine Rosa, executive director of event marketing and talent relations for the magazine. "We were confident in his ability, and because he works with local Miami vendors, it was an effortless choice."
Taking advantage of the stand-alone venue's outdoor space (a rarity on South Beach), Relevent washed the building in red lighting and set up an elaborate red-carpet entrance complete with official Nascar vehicles. Inside, the production team took the racing theme and Club SI a step further by branding everything from the lounge pillows to the bathroom mirrors.
"Club SI is all about the brand," Rosa said.
Additionally, Miami Ice Man created an ice sculpture housing the classic black-and-white-checkered race flags and additional Club SI and Nascar branding materials that served as the centerpiece of the room.
As the evening progressed, guests-as well as professional dancers from Icon Talent-danced throughout the bilevel nightclub to DJ Irie's beats.
